Our marketing initiatives

The get some Pork on your fork program focuses on creating demand for fresh pork with Australian consumers.

The program launched a new brand campaign in June 2024, focusing on addressing key barriers to pork by asking consumers “Por qué?” (English translation: why?).  This campaign introduces a legendary character, Ramon Jamon to challenge Aussie eating habits, while landing messages communicating pork’s versatility and how easy it can be to cook. 

The campaign is airing in regional and metro cities across Australia on free to air TV and radio, as well as nationally on Foxtel, catch up TV, YouTube and social media. This campaign also features out of home placements, such as bus shelter advertising panels and train station billboards. To support the campaign, publisher partnerships are in place to ensure we can give consumers recipes that inspires them to ask por qué about their recipe routine. 

You can find recipe inspiration and more on our consumer website or check out our social media to watch the new campaign. 
 

The Valuable Provenance Program was created to add sustainable value to the industry. We do this by differentiating Australian pork from imported pork.

Most consumers are unaware they are buying ham or bacon made from imported pork. Our focus is to raise awareness of this fact so that consumers can make an educated choice when looking for ham, bacon or pre-cooked pork made with Australian pork.

The program recently completed a trial awareness campaign in Adelaide. There were two key messages for this campaign.

1. The majority of ham and bacon is imported
2. Look for a nearly full bar chart on the country-of-origin label to ensure you’re buying Australian pork

The campaign was deemed a success at message out-take on the areas above and increased sales above national sales in the trial market. Next steps are being planned for localised roll outs. Ultimately, once awareness has been established, the program will look to create positioning on WHY consumers should buy Australian pork over imported pork and around our industry’s leading standards.

The program will continue to celebrate ham and made using Aussie pork. Events like InterNational Bacon Day and the lead up to Christmas are key to this activity.

PorkStar is a unique influencer brand for the Australian pork industry with a long term goal of driving influence and desirability of pork.

We do this by engaging with influential high end chefs, media and food professionals to change and drive the perception, value and preference of pork.

This unique approach enables us to connect our influencers at all levels from farm to plate.

The Foodservice program is all about inspiring chefs and venues to put Australian pork on their menu. We work with our supply chain, venues, chefs and cooks in the affordable to moderate segment.

Activities for 22/23 include:

• Insights: Out-of-home reports deliver exclusive monthly, quarterly and annual insights
• Supply chain: Working with producers, processors and distributors
• Advertising/communications: Campaigns aligned with seasonal menu planning
• Partnerships: Encourage pork usage with venues, chefs and various supply chain members
• Education: Next generation of chefs

Pork Butchers is a free program dedicated to providing resources to support butchers across Australia. With the end goal of getting butchers to stock and sell more pork.

Point-of-sale

The program point-of-sale (POS) material to showcase the benefits and versatility of pork. We also provide recipes to educate consumers on pork and how simple it is to include as an everyday meal. The aim of the point-of-sale kits are to support the butcher in selling pork to customers in store.

Newsletter and Facebook

The weekly e-newsletter updates the industry on our program and marketing opportunities. This includes industry updates, market insights, business tips and consumer recipes.

Pork Butchers also run a private Facebook group for butchers. This is a great way to be involved in the Australian butcher community and receive updates.

Value-added recipe books

We work closely with a team of talented butchers and recipe developers. Together we provide relevant and fresh value-added recipes for Australian butcher stores. These recipes are designed for butchers to create and sell to their customers.